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Breaking down the 4 social media archetypes

It’s hardly a surprise that a handful of social-media users with huge followings can impact a whole lot. But the buck doesn’t stop there.

Not everyone who could be considered a social-media influencer interacts with fans, followers and friends in the same ways, according to an infographic from accounting software firm Blackbaud. The infographic defines four types of social media personas, with tidbits to help PR pros and marketers better understand and reach them. They are:

Key influencers. Influencers are well respected, widely published and engage those they do and don’t know.

Engagers. They’re quick to share their thoughts across the Web and wield strong influence on their personal networks.

Multichannel consumers. They watch more than they participate and engage with others the old-fashioned way: face to face.

Standard consumers. This group gets their content from close family and friends and is most likely to engage through personal experience with you or your product.

Aside from illustrating the archetypes of the kings and queens of social media, Blackbaud offers some other interesting findings. For instance, 92 percent of consumers trust friends, family and word- of-mouth above all forms of advertising.